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We want to create products that inspire our customers.
This aspiration of ours generates new technologies and opens the door to new markets.

To constantly create new value in food, water, and the environment, and to make this value available throughout the world -- these are the R&D missions that Kubota can uniquely achieve.

We want to create inspiration that takes customers to new heights, so we place high priority on staying close to the needs of the people who use our products.

We get a true feel for our customers’ workplaces by listening to the views of the people working there. And our researchers stay on the site until they are satisfied with their work.

If a problem should arise, we return to the site immediately and look for solutions.

It’s because we listen to the unfiltered opinions of our customers and think things through from the same perspective that we can create products that inspire and satisfy the individuals who use them.

This local needs-based approach has been handed down since our founding nearly 130 years ago. And it remains the heart of Kubota’s research and development.

As we are involved in R&D from a global perspective in the essential fields of food, water and the environment, we know that our customers know the issues best, however large the challenges may be.

That is why we uphold our local needs-based approach.

Parts of the film are from 2014 Demonstration Project for the Introduction of Robots in agriculture, forestry and fisheries, and from NARO Bio-oriented Technology Research Advancement Institution’s
“The Special Scheme to Create Dynamism in Agriculture, Forestry and Fisheries through Deploying Highly Advanced Technology.”